US Digital Display Advertising Trends 2017: Nine Things Changing the Way Buyers and Sellers Do Business - eMarketer

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US Digital Display Advertising Trends 2017: Nine Things Changing the Way Buyers and Sellers Do Business

eMarketer Report

By: eMarketer

Published: January 25, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

2016 proved to be a banner year for digital display advertising in the US. As 2017 unfolds, display will see new areas of innovation, in spite of continued frustrations over transparency and other stubborn issues.

  • On the heels of a year steeped in advancing cross-screen targeting and measurement capabilities, demand for a more holistic, cross-screen identifier will continue to build in 2017. However, multiple factors including the walled gardens of Google, Facebook and others will hold it back.
  • These walled gardens may hold fast against substantial change, but the barriers they created will start to see cracks this year under mounting pressure from advertisers seeking greater validation and third-party measurement.
  • Programmatic will continue to drive growth and innovation, and publishers are best positioned to benefit from the latest advancements, notably header bidding and the maturation of more private-type setups.
  • Native advertising will see added interest from buyers and sellers hoping to move away from banners to more engaging, less “blockable” ad formats. Within native, clear classifications—in particular programmatic and nonprogrammatic—will also emerge.
  • Transparency concerns will linger, but the conversation will shift from frustration and suspicion to one more focused on understanding the true value of media.

"The growth in video and rich media will outpace both banners and sponsorships through 2020, at which time the two visually rich categories will account for 57.9% of total digital display ad dollars."

Table of Contents

Trends in Digital Display

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No. 1: ‘Video Everywhere’ Momentum Will Continue to Build

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No. 2: The Quest for a More Holistic, Single-Customer View Will Continue

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No. 3: The Walled Gardens’ Walls Will Begin to Crack

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No. 4: Investment Will Continue to Flow Heavily to the Big Duopoly

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No 5: Programmatic Will Continue to Bring More Power to Publishers

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No. 6: Native Will Begin to Mature, and with It, Native Programmatic

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No. 7: Mobile Creative Will Take the Spotlight

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No. 8: Brands and Agencies Will Come Together to Advance Dynamic Creative

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No. 9: Transparency Talk Will Broaden to Value Talk

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8 charts are included in the full report:

US Digital Display Advertising Trends 2017: Nine Things Changing the Way Buyers and Sellers Do Business

US Digital Ad Spending Growth, by Format, 2015-2020 (% change)

Trends in Digital Display

US Digital Ad Spending, by Format, 2015-2020 (billions)

US Digital Ad Spending Growth, by Format, 2015-2020 (% change)

No. 4: Investment Will Continue to Flow Heavily to the Big Duopoly

Net US Digital Display Ad Revenues, by Company, 2015-2018 (billions, % change and % of total)

No 5: Programmatic Will Continue to Bring More Power to Publishers

Benefits Derived from Header Bidding Technology Adoption According to US Publishers, Aug 2016 (% of respondents)

US Programmatic Digital Display Ad Spending, by Transaction Method, 2017 & 2018 (billions)

No. 6: Native Will Begin to Mature, and with It, Native Programmatic

Allocation of Native Advertising Budget According to US Marketers and Agencies, May 2016 (% of total)

No. 7: Mobile Creative Will Take the Spotlight

Biggest Mobile Opportunities According to US Publishers, May 2016 (% of respondents)